Good content is absolutely crucial for generating audience engagement. You would like to think that alone is enough to reach the recipient’s feed, but today’s digital congestion has created fierce competition for attention. This requires you as a marketer to help your target audience find your content. Therefore, you need to allocate a budget and include advertising as a key element of your communication strategy.
Running a paid social media campaign
Boosting your content by spending advertising money on social media is not only a must if you want to be seen – it’s also cost-effective and fairly easy. Today’s social media advertising solutions are unbeatable, with Meta, X, Youtube and Linkedin possessing an incredible amount of data that you should utilise in your marketing.
Advertising gives you the ability to tailor your message to target audiences with perfect timing for every part of the customer journey. Instead of communicating with everyone, you pay to reach those you really want to reach, with a message that is relevant to them. It is scalable and you can increase or decrease your budget at any time or pause if there is a change to your company’s economic circumstances. Paid advertising also provides you with an incredible amount of insights and lessons learned that allow you to refine your content as you go.
Work with SEM – pay for keyword marketing on search engines
The higher your ranking in the search results, the greater the chance that your target audience will click through to your website. Therefore, search engine optimisation (SEO) is extremely important, and when you work on that it creates results in the long term. If you are impatient and want to improve your visibility on Google immediately, you can work with text ads and bid on keywords that you want the ads to appear on. This process is called Search Engine Marketing (SEM).
But you shouldn’t do one thing to the exclusion of the other. You can combine long-term organic SEO work with SEM advertising for the parts of your business that need to be ranked highly here and now.
